iris ceramica group builds path of fluid ceramic poetry leading visitors to new showroom

iris ceramica group’s ceramic poetry by zaha hadid Design

At Milan Design Week, Iris Ceramica Group made a striking statement with their exhibits, inviting attendees on a journey through the realms of ceramics. In Piazza dei Mercanti, Zaha Hadid Design’s installation, ‘Poesis Materiae,’ celebrated the fluidity and strength of ceramics, merging tradition with modernity. This display echoed the theme of the Fuorisalone theme, Materia Natura, promoting sustainability and awareness in design. The experience continued just around the corner where the Italian company unveiled their newly renovated showroom, now named ICG Gallery, where the ceramic surfaces transcend between the real and virtual.

all images courtesy of Iris Ceramica Group

In Milan’s busiest Piazza dei Mercanti, the natural and eclectic poetics of ceramics were interpreted by Zaha Hadid Design with the installation ‘Poesis Materiae,’ realized with the surfaces of Iris Ceramica Group (read here). Aligning with Materia Natura – the theme of Fuorisalone 2024 which supports a more aware design culture and promotes sustainability as guiding principle and fundamental value in any creative process – the design by ZHD highlighted the large potential of ceramic as a medium for fluid and sinuous designs. The concept ideally described a landscape, featuring a series of paths informed – a celebration of ingenuity, spontaneity and, above all, durability and sustainability of ceramics. 

The experience continued just a stone’s throw away, in via Santa Margherita 4, at the Iris Ceramica Group Showroom which, for the occasion, presented its new look and name. Now called ICG Gallery Milan, the completely restyled space unveiled its new concept: Real and virtual. The Showroom turned into a ‘phygital’ – physical and digital – experience. Way ahead of the classic display of materials, shapes, and color, the different floors express all the artistic and technological soul of the company.

The ground floor entrance is an open square, designed as a welcoming space for meeting and sharing. The soft, delicate colours offer a discreet backdrop yet with a well-defined identity. The setting embraces and delicately narrates the Group’s universe of values through the materials, video-walls and the augmented reality of ICG Play, which tells of the 4 properties of Active Surfaces®: antibacterial and antiviral, anti-pollution, anti-odour and self cleaning. Technological innovation, sustainability, beauty and excellent quality, the Group’s key values can be found consistently in all three floors of the Gallery.

Still on the ground floor, the full-body area, the “Diesel Living with Iris Ceramica” project and a work space for architects and designers with all the latest coverings, leading to the caveau that protects the most precious haute-couture ceramic surfaces: the ‘Bottega d’Arte’ jewels. Meanwhile, the eco-active Active Surfaces®, Hypertouch smart slabs, the Material Libraries, the 4D Ceramics, the interior design applications and the “Bottega d’Arte” red-body materials: everything speaks of the Iris Ceramica Group Mission: to reengineer ceramics to improve human-environment interaction.

Up the stairs, the surfaces applied recreate authentic living, kitchen and bathroom settings for the residential and contract world. 4D Ceramics is the star of the settings, with its decorations crossing the whole ceramic body, for a sophisticated, natural look. 

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project info:

installation name: Poesis Materiae 

company: Iris Ceramica Group | @irisceramicagroup

showroom location: via Santa Margherita 4, Milan